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Ikea supplies virtual décor for Sims homes  

Redwood City, Calif. – Interactive game producer Electronic Arts next month will release an add-on to its “The Sims” series that will enable players to embellish their virtual homes with virtual Ikea furnishings.

“The Sims 2 IKEA Home Stuff Packs,” shipping to retailers on June 23, is the latest in the series that has sold more than 100 million units, translated into 22 different languages.

“Players of The Sims have asked for Ikea by name, and if you look at the living spaces they design, it reflects the style of IKEA,” said Steve Seabolt, vp global brand development for The Sims.

Speaking of the track record of integrating brands into gameplay, Seabolt said, The Sims’ successful collaborations with Ford and H&M prove this to be a great and enjoyable experience for the player.”

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